Case study on Burger King Assignment Sample
Added on 2021-05-11
24 Pages8763 Words191 Views
The organizationBurger King Corporation, a fast-food hamburger-broiled restaurant company. Burger king.After McDonald's, it is the second largest hamburger chain in the USA. Burger Kingestimated that there were around 14,000 stores in almost 100 countries at the beginning of the21st century. Miami, Florida is its headquarters.The corporation states that James W.McLamore and David Edgerton set up the Burger King business in Miami in 1954. But otherroots are traced back to the Insta-Burger King company founded by Keith Kramer andMatthew Burns in 1953 in Jacksonville , Florida. The first franchises were sold in 1959 byMcLamore and Edgerton, and soon Bourger King became the national chain. The corporationextended its store in Puerto Rico outside the United States in 1963. [ CITATION Rob20 \l 2052 ]In order to get an understanding of the overall competitive state of the industry, marketingresearch is important for businesses. Marketing research helps to recognise the differencesand options and makes rational choices easier for marketing executives (Smith, 2016).Definition and nature of marketingThe goal is to discuss some of the meanings of marketing in this essay "definition and essence of marketing." It also aims at exploring the essence of marketing. There has definitely been a lot of marketing studies, and a lot of marketing intellectuals and related companies have sought to describe marketing. In its heart, marketing is a matter of client awareness, almost universally accepted.[ CITATION MRa19 \l 2052 ]Definition of marketingThe marketing method is responsible for assessing, forecasting and meeting client specifications profitably, in compliance with the United Kingdom Chartered Institute of Marketing (CIM) (2019). Organizations require survival and stability for consumers. They must also consider the interests and expectations of their clients in order for them to be handled properly. This principle is well established as marketing , which means that knowing and meeting consumers ' desires are of considerable significance for firms. [ CITATION MRa19 \l 2052 ]Nature of marketingOrganizations requires survival and market prosperity. They will ought to take into account their consumers' needs and desires to be treated efficiently. This theory is well known as marketing , which means that it is necessary for businesses to recognise and fulfil customer wishes. [ CITATION MRa19 \l 2052 ]Five roles, i.e. planning, organisation, staffing, management and regulation, include management. Indeed, marketing as a management mechanism uses all of these features to ensure the performance of the goals and objectives of companies. [ CITATION MRa19 \l 2052 ]Marketing shall assess consumer needs as well as predict them. It is about knowing consumerwants and expectations for short time (identifying) and long term (anticipating). This awareness can be accomplished by the study of consumer dynamics and marketing studies. Predictive consumer expectations allow firms to become the leading demand drivers and thereby benefit from the benefits.Marketing also guarantees that consumer needs are satisfactorily met. Companies must thriveto satisfy consumers ' requirements and desires. In order to achieve this, profit makers must make money. What about non-profit agencies, however? Any scientists claim that they accepthelping consumers profitably as these companies accomplish their aims and goals. It must be
noticed that companies are responsible for delivering goods and services that fulfil consumers' desires and wishes.Marketing is a consumer-oriented practise, according to most modern concepts. The focus of marketing is on customers. It is the core principle in marketing that companies live and excel in fulfilling consumers ' desires and wishes. Marketing also relies on the purpose of meeting the shopping targets and profitability expectations of consumers and companies.Marketing undergoes a process to consider and focus on consumer needs. This method consists of four actions: scenario analysis, marketing policy, mixed judgments for marketing and execution and regulation. This process is known as a marketing process. However, several such practises include a company's judgement on its goods, costs, locations (distribution channels), advertising products, staff, procedures and physical proof, e.g. marketing mix decisions. It should be remembered that marketing practises continue to adapt periodically to increase their performance.
P1 Explain the key roles and responsibilities of the marketing function.In supporting the company and mission of an organisation, the marketing department play acrucial role. It is the company's face, coordinates and manufactures any material that reflectsthe company. It is the responsibility of the marketing department to reach out and build anoverall picture of the business, consumers, investors and the Community.[ CITATION The \l1033 ]The marketing department has to execute one or more of the following tasks, depending onthe company:Listening to customer needsIt is important to get closer to consumers and listen to customers to figure out whatcustomer needs are, in order to build the marketing campaign. It is a marketingchallenge to decide how consumer reviews can be received:Internal business channels: Perform sales staff and customer service surveys orcollect information (departments close to the customer), which may beimportant for improving or forwarding marketing campaigns.[ CITATION Alv13 \l 1033 ]Channels beyond the company: searches and actions are carried out insidesocial networks to help identify users' desires and turn them into consumers.[ CITATION Alv13 \l 1033 ]Track trends and monitor competitionRelated to the previous argument, the role of the company on the market andcompetition is important to know. This is why companies need to watch the rivalryfrom marketing to see what competitors do better or to detect competitor faults so thatcompetitors do not slip into them. [ CITATION Alv13 \l 1033 ]Social network tracking and control. The promotion on company social media accounts should lead, administer and manage. Itshould also administer accounts and track closely what is shared online.Work and brand valuesConceptually, a logo reflects the emotions of goods , services and shares of thecompany. The Marketing Department creates and shares images, advertisements andconcepts that better express the ideals of the brand. [ CITATION Alv13 \l 1033 ]You must therefore ensure that all communications are delivered regularly anduniversally by all executive divisions. [ CITATION Alv13 \l 1033 ]Searching for new (and helpful)marketing’ toolsIt is a must to be educated in all matters of marketing. This is why, as advertisers, weshould be mindful of the latest new developments, tactics and digital technologies.[ CITATION Alv13 \l 1033 ]There are currently three kinds of marketing tools, which need to be present in eachmarketing department:Product Management tools
Depending on our product management routine, there are several differentforms of product management applications. It can include Project Monitoringtools (such as Basecamp and Slack); User Reviews, great in order to gatherconsumer impressions (tools such as SurveyMonkey and Canny are useful);and of course research tools such as Google Analytics (which are well known)or Kissmetrics which need to be used to assess the outcomes and connexionsbetween our product and those site areas. [ CITATION Alv13 \l 1033 ]Marketing automation toolsThe beauty of this "all-in-one" framework is the ability to control andhandle the digital media campaign in all its phases. Those resourcesinclude content design, landing, e-mail marketing, automatic processmanagement, CRM, etc. Hubspot is the perfect example of a fullyautomated marketing tool. [ CITATION Alv13 \l 1033 ]Product Information Management toolsMaybe haven't heard about it before, or mayberecognise it as a PIM.This automated solution enablesto collect-storage-analyze all thecommodity material in real time on all channels, on all markets and onall canals publishing products. It was also an ally for promotionalmaterials: online and offline catalogues, price listings, etc. These areunreal possibilities, but they give the marketing team more advantagesand advantages, see this guide for all of it.[ CITATION Alv13 \l 1033 ]Coordinate efforts with those of the marketing partners of the companyThere are several suppliers to the company's marketing: authors, designers, journalistsand contractors. The work of these donations must be in accordance with the company's goals, and it should be managed by the department itself. [ CITATION Alv13 \l 1033 ]Communicate with the rest of the companyAn corporation is a chain of participants which has a mutual objective: achieving theirpurpose and optimising business profits in accordance with business ethics standards.The lowest link in a chain is as weak. If it's business or manufacturing, it matters notto say that the whole organisation will collapse and the work of all divisions will be invain if marketing fails. The marketing department fails. That is why the commercialservice must ensure that its activities are consistent with the company's strategic goalsand report on the job it does. [ CITATION Alv13 \l 1033 ]
P2 Explain how roles and responsibilities of marketing relate to the wider organisationalcontext.Due to changes of leadership and management, the corporate structure of Burger King hasevolved over the years. An organisational structure of a corporation determines its corporatecomposition and framework. Burger King needs to modify the organisational structure overtime to address market environment changes.[ CITATION Nat18 \l 1033 ]Burger King has recently strengthened its outcomes with changes in the corporate frameworkas one of the world's leading fast food and service chain. As a result of its integration withCanadian firm Tim Hortons in 2014, the firm was reorganised. This reorganisation has led todrastic improvements to the corporate framework of Burger King in accordance with currentcompany expansion models worldwide. [ CITATION Nat18 \l 1033 ]The corporate framework of Burger King is based on a structured strategy to maintainperformance and power. After reorganisation, Burger King experienced development, whichrevealed that its present structure is suitable. [ CITATION Nat18 \l 1033 ]The functional hierarchical structure in Burger King is clustered. Burger King joined TimHortons in 2014 in creating the International Brands Restaurant (RBI). In this phase , theorganisation has modified its structure. The internal structure of Burger King currently hasthe following core features: [ CITATION Nat18 \l 1033 ]1.Global Centralization2.Functional group3.Geographic divisionsGlobal Centralization .This aspect of the organisational framework of Burger King retainsa central management committee that takes most crucial decisions for the global company. In2001, CEO John Dasburg modified the corporate framework of Burger King from a localisedone to a nationally organised one. The goal of this move was to ensure Burger King'sattempts to increase management quality and company success were assisted by the currentorganisational structure. [ CITATION Nat18 \l 1033 ]Functional group.The corporate framework of Burger King has functional divisionscovering the globe. This aspect of the structure applies to essential business tasks such as thecontrol of human, legal and IT capital. Burger King, for example, has an Executive ViceChair (SVP) for Corporate Logistics, EVP for Finance and an EVP who is the CorporateChief Marketing Officer. [ CITATION Nat18 \l 1033 ]Geographic divisions.The coordinating system of Burger King has a regional division as atertiary characteristics considering the consolidation attempts made in 2001 and 2014. Thisfunction of the structure distinguishes operations by geographical position. For eg, thegeographical divisions of Burger King, each led by an Executive Vice-President. [ CITATIONNat18 \l 1033 ](要要要要·)
M1 Analyse the roles and responsibilities of marketing in the context of the marketingenvironment.Marketing Climate incorporates external and internal influences and forces that impact thecapacity of the business to build a partnership to deliver service to its consumers.[ CITATIONAas20 \l 1033 ]An internal and external atmosphere includes the marketing atmosphere of an organisation.The internal environment is company-specific and includes owners, workers, machines,materials etc. Furthermore there are two elements in the external environment: micro¯o.The microphone or the operating environment is business-specific but external. It consists offactors that contribute to the production, distribution and promotion of the offer. The macroor wider environment comprises larger societal forces that affect the entire society. Sixcomponents of the large environment are: demographic, fiscal, physical, scientific, political-legal and socio-cultural. [ CITATION Aas20 \l 1033 ]Components of Marketing EnvironmentThe marketing atmosphere is made up of the company's internal and external atmosphere.Although the internal climate can be controlled, the company has very little or no controlover the external environment. [ CITATION Aas20 \l 1033 ]Internal environmentThe internal business environment comprises all the forces and factors that affect theorganisation's marketing activities. These components can be grouped under the Five Ms ofthe business, which are:Men :The organisation's employees include both skilled and untrained workers.[ CITATION Aas20 \l 1033 ]Minutes : Time to complete the company's operations. [ CITATION Aas20 \l 1033 ]Machinery: Equipment needed by the organisation to support the procedures orcomplete them. [ CITATION Aas20 \l 1033 ]Materials : The input or supply factors needed for the organisation to completeoperations or produce. [ CITATION Aas20 \l 1033 ]Money :Money is the money used to buy and pay workers for equipment , materialsand supplies. [ CITATION Aas20 \l 1033 ]Impact of internal environment for burger kingWith shifting external conditions, the internal climate is under the influence of the marketer.The internal marketing climate is therefore just as critical for the company as the externalmarketing environment. The sales department, the publicity department, the production unit,the personnel department, etc. are all in this environment. [ CITATION Aas20 \l 1033 ]External Environment
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